In Marketing we call brand positioning the place that the brand occupies in the minds of consumers with respect to the rest of its competitors. The positioning gives the company its own image in the mind of the consumer, which will make it stand out from the rest of its competition. 


This self-image is constructed through the active communication of distinctive attributes, benefits or values, to our target audience, previously selected based on the business strategy.


The attributes or benefits that will help us to correctly position our brand has to be relevant for consumers, otherwise, it will not help to create a brand positioning strategy. It is easy and logical, if our brand offers nothing different, consumers have no reason to choose it against other competitors. 


Finally, the brand, based on its promises made on its distinctive benefits, has to be able to deliver those benefits to consumers better than its competitors. If this does not happen, nothing will have served all the work invested.


Main brand positioning strategies:



The strategy focuses on an attribute such as the size or age of the brand. The more attributes you try to position the more difficult it will be for you to position yourself in the minds of consumers.



The product and service is positioned based on the benefit it provides. For example, clean and impeccable clothes after being washed with a certain detergent or stain remover.


Quality or price

The strategy will be based on the value for money. The company tries to offer the most benefits at a reasonable price. There are also companies that are positioned only by price, such as Rolex in high prices or Swatch in low prices.



Compare our advantages and attributes with competing brands. In many advertisements, Oral B compares itself in quality aspects versus “other dentifrices”


Use or application

It is about positioning ourselves as the best based on specific uses or applications. An example could be the Monster energy drink, which is consumed in times of energy need, usually after playing a sport.


Product category

This strategy focuses on positioning itself as a leader in some product category. Coca-Cola is an example of a leading brand in the category of soft drinks.



Frequent errors on brand positioning:


Sub Positions

We are not able to present a main and fundamental benefit for consumers to acquire our brands.


Over positions

The value proposition is perceived as very limited or narrow, this can cause many consumers to think that the brand does not address them.


Confusing positions

We present two or more benefits that are not consistent with each other and contradict each other.


Irrelevant positions

Present a benefit that interests a small part of consumers and is not profitable for the company.


Doubtful positions

Consumers do not believe that the brand really offer the main benefit it presents.



Brand positioning must be strategic, innovative & engaging. Whether you need to develop impactful Brand or want to learn more about brand positioning, get in touch with us, the TBT is the top branding agency in singapore. Email us at or Call us at (65) 6288 7812.